Tenoch Esparza is the co-founder of Sensory Percussion, a next-generation electronic drum startup. This post is part of the Lessons Learned series and was originally published on the NYU Entrepreneur blog. As Steve Blank preaches in his book The Startup Owner’s Manual, you need to get out of the building for customer discovery interviews and see your customers’ pupils dilate when they see your product. Nothing beats meeting face-to-face with a customer. Yet, asking the same questions of potential customers over and over again is tough. It’s tempting to try to automate this process. After all, a founder’s time is so incredibly valuable. However,…
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